The Source was founded in 1988 as the second longest-running hip hop magazine in the United States. It was started by two Harvard students and focused on covering hip hop music and culture. The magazine grew in popularity and expanded its coverage of issues impacting the hip hop community. It also began producing television shows and award ceremonies to honor hip hop artists. The target readership of The Source is 18-30 year olds who are interested in hip hop music and fashion trends. The magazine maintains consistency in its branding to keep readers connected to its identity. Common stereotypes perpetuated in hip hop include violence, drugs, wealth, and misogyny.